散利痛

散利痛 and 必理痛 are the first two branded pain-killers that appeared in the market at about the same time many years ago. They are the winners in brand naming as both are strongly associated with the product benefits consumers look for. However, 散利痛 has been losing out in term of brand salience. Usually a brand becomes weak due to two major reasons. First., lack of consistent and continuous investment in marketing communications. Second, no new news when it comes to product innovations. 散利痛 is an exact example when you compare it with 必理痛. Will it be easy to turn it around ? No. At least not just with a half-page ad like this.

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